Marketing to Kids Where They Live
JP Morgan Chase knows credit cards. It also knows college students are not afraid to use them. So it wanted to create a marketing program that would foster loyalty within that target audience. To do that, the bank hired student "ambassadors" at 300 college campuses. It produced food-and-game incentives that would appeal to young people (macaroni and cheese, Twister). But most important, it chose Facebook—an online community that counts millions of students as members—to serve as the centerpiece of the effort, rather than using its own Web site.
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